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Research papers

Strategic positioning for a European airline in the 1990s

The development of air traffic in the 1990's is a constant factor in the future foreseen by airlines and the organizations that represent them. Already developing markets (such as Europe and the Asian Pacific), together with new markets that are ripe...

Catalogue: Seminar 1990: Countdown to 1992
Author: Paolo Lo Bascio
June 15, 1990

Research papers

A product's changing place in society

There are two main approaches to measuring a product's changing place in society, those that begin by monitoring social values and those based on measuring changing attitudes to the product itself. The differences in approach stem from concern with...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Ian D. Greig
June 15, 1989

Research papers

The added value of a two year guarantee

This paper concentrates on two main areas - the positioning of a furniture retail store using the added value of a two year guarantee on all products and a suggested typology of shoppers. In 1975 it was decided to position the Morkels furniture...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: John Rice, Derek Russell
June 15, 1989

Research papers

Customer databank systems: Principles for making today's retail service offer a matter of organisation

Three principles, drawn from several hundred experiments on positioning service businesses, help to summarise why a customer databank system assists the retailer in the continuity of organisation-wide strategic planning. Principle 1 : In marketing a...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Authors: Oscar Schneersohn, Chris Macrae
April 24, 1989

Research papers

A method for evaluating the importance of perceived attributes applied to the development and positioning of new products

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product- related expectancies are three steps central to the...

Catalogue: ESOMAR Congress 1988
Authors: Daniel Bachelet, Joseph Lion
September 1, 1988

Research papers

A method for evaluating the importance of perceived attributes applied to the development and positioning of new products (French)

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product- related expectancies are three steps central to the...

Catalogue: ESOMAR Congress 1988
Authors: Daniel Bachelet, Joseph Lion
September 1, 1988

Research papers

The natural grouping of banks

In this article 'Natural Grouping', a new technique for image and positioning research is introduced. The more conventional approaches to image research - the free format, the explicit and the implicit techniques - are briefly discussed. The...

Catalogue: Seminar 1988: Research For Financial Services
Authors: Ton Kuylen, Theo M. M. Verhallen
June 15, 1988

Research papers

Notre temps

The research project presented in this paper was articulated as follow: 1. Research for re-positioning (1980); 2. Following researches (up to 1987); 3. Other kinds of researches about non publishing products.The results of the programme were: 1....

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: Anne Coudreau
November 25, 1987

Research papers

Market research for pricing and product positioning

This paper briefly reviews the different procedures currently used by market researchers to predict new product success. It then describes the price and positioning model currently being developed by The American Cyanamid Company in conjunction with...

Catalogue: Seminar 1987: Identifying Change in European Agriculture
Authors: Lewis H. Knickerbocker, N. Nichols
Company: Maritz Research
June 15, 1987